ProgramsSTR 560: Strategic Communication Capstone (Summer 2024)ProjectsStrategic Visioning for New American Leaders' Thought Leadership Hub

Project Title: Strategic Visioning for New American Leaders' Thought Leadership Hub

New American Leaders

Details
Project Title Strategic Visioning for New American Leaders' Thought Leadership Hub
Project Topics Digital Marketing Marketing PR & Communications
Skills & Expertise Back-End Development Brand Strategy Communications Content Strategy Creative Direction Data Analytics Data Entry Data Visualization Marketing Strategy Presentation Design Qualitative Research Quantitative Research Social Media Strategy UX/UI Design Web & UX Writing
Project Synopsis: Challenge/Opportunity
  • Awareness: NAL aims to increase its visibility among various stakeholders, including potential donors, policymakers, media outlets, and the general public. By highlighting its work and impact, NAL can attract more support and recognition for its mission.
  • Brand Building: Building a strong brand is essential for NAL to differentiate itself from other organizations and establish credibility within the field of immigrant and refugee advocacy.
  • Thought Leadership: By showcasing data and insights on the new American electorate and legislators, NAL can position itself as a leading authority on issues related to immigrant and refugee representation in politics.
Project Synopsis: Activities/Actions Required
  • Data Collection and Curation:
    • Identify relevant sources of data, including demographic studies, voter registration records, and legislative databases.
    • Compile and organize the data to make it easily accessible and understandable for a wide audience.
  • Website Development:
    • Create a dedicated section on the NAL website to serve as a hub for the data, with user-friendly navigation and interactive features.
    • Ensure that the design and layout of the hub are visually appealing and conducive to sharing on social media platforms.
  • Content Creation:
    • Develop compelling narratives around the data, highlighting key trends, challenges, and opportunities facing the new American electorate and legislators.
    • Create visually engaging content, such as infographics, charts, and videos, to present the data in an accessible and impactful way.
  • Promotion and Outreach:
    • Utilize social media platforms, email newsletters, and targeted advertising to promote the hub to a wider audience.
    • Collaborate with other organizations, influencers, and media outlets to amplify the reach of the hub and increase its visibility.
  • Thought Leadership:
    • Engage with journalists, academics, and policymakers to share insights from the data and contribute to public discourse on immigrant and refugee representation.
    • Publish research papers, reports, and policy briefs based on the data to establish NAL as a leading voice in the field.

We understand that developing a comprehensive hub on our website to showcase data on the new American electorate and legislators, aiming to increase awareness of NAL, build our brand, and establish us as a thought leader, may not be feasible within the 7-week timeframe of this project. However, we would greatly appreciate if the students could outline a detailed plan for us to achieve these goals in the future. This plan should include strategies for data collection and curation, website development, content creation, promotion and outreach, and thought leadership activities. We believe that their insights and recommendations will be invaluable in guiding our future efforts in this area.
Project Synopsis: Expected Results
  • Website Traffic:
    • Measure the number of visits to the hub and track the sources of traffic to assess the effectiveness of promotion efforts.
    • Monitor engagement metrics, such as time spent on the site and pages viewed per visit, to gauge the level of interest among visitors.
  • Media Mentions and Citations:
    • Track the number of media mentions and citations of NAL's research and data in news articles, academic papers, and policy documents.
    • Assess the tone and context of these mentions to evaluate the impact of NAL's thought leadership efforts.
  • Stakeholder Engagement:
    • Solicit feedback from stakeholders, such as policymakers, advocacy groups, and community leaders, to gauge their perception of NAL's work and the hub's impact.
    • Use surveys, interviews, and focus groups to gather qualitative insights on the hub's effectiveness in raising awareness and influencing decision-making.
  • Brand Recognition:
    • Conduct surveys or polls to measure changes in awareness and perception of NAL among its target audience.
    • Monitor social media sentiment and online discussions related to NAL to track changes in brand perception over time.

Project Timeline

Touchpoints & Assignments Date Type

Kick-off Meeting Notes

 Jul 12 2024 Project Milestone

Mid-point Check-in Meeting Notes

 Jul 28 2024 Project Milestone

Final Strategic Communications Plan

 Aug 16 2024 Project Milestone

Program Managers

Name Organization
Rowena Winkler Butler University